Equinox Gym is under fire after saying that they would not allow new members to register on January 1st. In a since deleted video on the official Equinox TikTok account, Equinox posted with the caption: 'Take your resolutions somewhere else'. The video showed an empty gym with a text overlay saying: When it's January 1st, but you remember Equinox isn't letting new members join today...' the video then continued to a black screen with the following message,
WE DON'T SPEAK JANUARY. We're not accepting new memberships today. It's not you, it's January. January is a fantasy, delivered to your door in a pastel-colored box. It talks about change. It needs a new outfit before it can begin. Short-cutting, giving up just a few weeks later. You are not a New Year's resolution. Your life doesn't start at the beginning of the year. And that's not what being part of Equinox is about. We go beyond what's possible. We defy expectations. We are not moderation. We want it all, every day. And you deserve it all. At Equinox We don't speak January - and neither do you. We look forward to welcoming you to our Equinox community tomorrow (Jan 2).